When I started my first business, I thought a lot of what I knew would be enough to carry me through. I thought doing good work, keeping my head down, and waiting for people to notice was all it would take. But let me tell you, that’s not the real world. Here are seven lessons I’ve learned in the trenches—things they don’t tell you in business school but matter every single day.
These aren’t theories. These are hard-earned truths I’ve seen work firsthand.
1. No One Knows You Exist
Sounds harsh, but it’s true. I’ve worked with countless business owners who assume that as long as they’re good at what they do, people will find them. Here’s the reality: no one cares unless you give them a reason to. You have to push your way into people’s awareness. When I first started, I made this mistake. I just waited, hoping people would stumble across my business. I eventually learned that waiting isn’t a strategy—it’s a road to invisibility.
You need to advertise. Whether it’s Google Ads, social media, or a solid website presence, you need to make sure your business is in front of people. Don’t think of advertising as “extra”; think of it as necessary oxygen for your business.
2. People Need to Hear It More Than Once
If you’re thinking, “I’ve already told my customers this,” or “I don’t want to sound repetitive,” let me save you the trouble—repetition is part of the job. People don’t absorb things the first time. That goes for your core message, your value, and the things that make you different.
When I’m running ads or having client calls, I repeat the fundamentals. Why? Because people are bombarded with information daily, and your message doesn’t stick unless you make it stick. Repetition isn’t annoying; it’s effective. Keep reinforcing what matters.
3. Let Your Customers Tell Your Story
When you’re in a competitive field, like junk removal or any service business, customers need to trust you before they choose you. And nothing builds trust like hearing from other satisfied customers. I make it a point to gather testimonials, whether it’s through reviews, emails, or even quick conversations.
There’s power in letting your customers speak for you. When new prospects read those reviews, they see real people talking about real results. It’s proof, and it’s something you should be proud to share. Plus, testimonials aren’t just about conversion—they help you raise prices because they prove you’re worth it.
4. Making Money Is the Point—Don’t Apologize for It
This might ruffle some feathers, but hear me out. If you’re in business, making money should be on your list of priorities. Somewhere along the way, there’s been this guilt around charging more, as if we’re supposed to feel bad for wanting to succeed.
Raising my prices was one of the best moves I ever made. It filters out the bargain hunters who drain your energy and draws in serious customers who value quality. Don’t hesitate to set prices that reflect what you’re worth. You’re providing a service, and you deserve to be compensated accordingly.
5. Stay Close to Your Customers—No Matter How Big You Get
Whether I’m growing Adimize or running Grizzly Junk Pros, one thing remains the same: I stay in touch with my customers. I don’t mean just sending them marketing emails. I mean real conversations. I ask them how they’re doing, what they need, and if there’s anything we can improve.
Business isn’t just about transactions; it’s about relationships. The personal touch matters, and you’re never too busy or too successful to connect with the people who keep your business running.
6. Growth Is Hard—But Stagnation Is Worse
Business is stressful no matter where you are in the journey. Whether you’re growing, staying still, or losing ground, each comes with its own brand of stress. But I’ll tell you this: I’d take the challenges of growth over stagnation any day. Growth keeps you moving, keeps you learning, and keeps your business alive.
I’ve been through every phase of business, and if there’s one takeaway, it’s this: if you’re going to face stress anyway, let it be the kind that moves you forward. It’s tough, but staying where you are—or worse, sliding backward—is tougher. Growth isn’t optional if you want to stay relevant.
7. Endurance Beats Everything
This is the unglamorous part no one talks about. Endurance is the end all be all. It’s not flashy, and it doesn’t make headlines, but it’s what keeps you going when others quit. Business will test you. There will be days when you wonder if it’s worth it. You’ll have setbacks, challenges, and moments of doubt.
But here’s the thing: the people who succeed aren’t always the ones with the best ideas or the biggest budgets. They’re the ones who hang on. Don’t underestimate the power of showing up, day in and day out, even when it’s tough.
Endurance is a skill—learn it.
Final Thoughts
These seven lessons aren’t just words. They’re the reality of what it takes to build something that lasts. If you’re willing to be visible, repeat yourself, let your customers tell their story, charge what you’re worth, stay close to people, embrace growth, and build endurance, you’re already ahead of the game.
I’ve learned these truths from years in the field, growing my businesses, and working with other owners who are trying to make it happen. This journey isn’t easy, but it’s worth it. So, lean in and take these lessons to heart—because they’re what keep your business alive and moving forward.✌️
Justin Hubbard
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